Apple cuts Vision Pro production due to low demand
By ForGeeks Analyst Ming-Chi Kuo says Apple is cutting Vision Pro shipments through 2024 and is reconsidering plans for the next model.
Apple has reportedly cut its forecast for Vision Pro headset shipments through the end of the year due to declining demand. Apple analyst Ming-Chi Kuo writes that Apple cut production of the Vision Pro before it even began selling it outside the US. His sources say Apple now expects to sell only 400,000-450,000 units in 2024, while Kuo says the «market consensus» was 700,000-800,000. Demand for the $3,500 Vision Pro has fallen well below the company’s expectations.
Apple’s demand for the $3,500 Vision Pro has fallen well below the company’s expectations.
Faced with an unforeseen drop in sales, Apple is adjusting its headset roadmap, possibly pushing back the future of its low-cost mixed reality headset to a later date — to 2025 (if at all). Apple’s Vision Pro headset has largely appealed to users for its technical excellence — but not enough to keep them all after a return period.
Apple’s Vision Pro headset has been a big hit with users because of its technical prowess — but not enough to keep them all after a return period.
Apple is often a trendsetter in the new product market, and if the Vision Pro doesn’t do well, it could cause reverberations throughout the industry. Kuo believes that demand for some VR and AR-specific components, such as Micro OLED displays, may not reach the level needed for mass production to make it into other devices.
Apple’s Vision Pro will be the only one to make it into other devices.
